Artisanal Fashion Design: Entrepreneurs on Thinking, Process, and Decision Making
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This paper examines the ways in which fashion designers think about themselves, the design process, and the fashion industry. Recent interest in design thinking (Brown, 2009; Martin 2009) has focused attention on the interaction between creativity and rationality in the design process. Within the fashion design literature there are studies of processes in large fashion manufacturing enterprises but very little research has focused on small-scale fashion design entrepreneurs. This study is important given the emergent significance of fashion design and the creative industries in the global economy and the growing importance of entrepreneurs. Understanding how these fashion entrepreneurs operate and the factors influencing their success or failure is, therefore, of interest.